Best Buy expands Fire TV partnership with Amazon
- Best Buy (NYSE:BBY) and Amazon (NASDAQ:AMZN) expanded their Fire TV partnership to include connected TV advertising opportunities through Best Buy Ads.
- Starting February 2027, Best Buy Ads will use Amazon Ads technology and AI-powered tools for campaign planning, activation, optimization, and measurement.
- Fire TV will remain the exclusive smart TV software experience on Best Buy’s Insignia television lineup.
Best Buy (NYSE:BBY) and Amazon (NASDAQ:AMZN) expanded their multiyear Fire TV partnership to continue providing Fire TV software on Insignia TVs and introduce new connected TV advertising opportunities.
The agreement builds on a relationship launched in 2018 that has brought Fire TV-enabled televisions from Best Buy to millions of households.
“No one knows TVs — or the customers who buy them — better than Best Buy,” said Best Buy Chief Ads and Media Officer Lisa Valentino.
Beginning February 2027, Best Buy Ads will use Amazon Ads’ programmatic technology, including AI-powered tools, to help brands plan, activate, optimize, and measure campaigns using Fire TV advertising inventory.
Under the agreement, Fire TV will remain the exclusive TV software experience on all Insignia TVs produced by Best Buy, including models ranging from 24 to 85 inches with Fire TV interfaces and Alexa+ integration across most models.
Best Buy and Amazon said the expanded partnership will allow brands to access Fire TV advertising inventory across new and existing Insignia TVs while combining retail data and streaming technology capabilities.
